She Can!

Kotex is a brand that actively fights against gender inequality, especially in areas where girls still face prejudice, mockery, and lack of funding — one of the most significant being sports. The brand also takes a strong stance against the stigmatization of periods, advocating for girls’ empowerment across all spheres of life.

To capture attention, especially during International Women’s Day on March 8th, we produced an entertaining video that flipped the typical narrative. We invited one of the most masculine and popular MMA fighters in Kazakhstan to become the central figure of the new reality we portrayed: a world where a woman laughs at PMS, fans mock football players, but men keep fighting.

By introducing a male figure into the conversation, the campaign emphasized that men are essential partners in the fight for women’s progress. This approach not only drew attention from male audiences but also encouraged them to rethink their views on gender equality, especially in sports.